At the very core of its business model, 1ER MAI finds its identity through eco-responsibility. The commitment to not waste anything adds a creative challenge for the designer, who values upcycling by creating unique pieces from used clothing. Scouring thrift stores, the materials used also come from fabric scraps or leftover inventory from other companies. The creation process is meticulously carried out with the goal of putting almost nothing in the trash!

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True to its values, the designer benefits from these actions with low procurement costs and by reaching a clientele conscious of the issues of overconsumption. "It's not that I went towards recycling, but rather the opposite happened," expresses Ysaline Lannes, the designer and owner of 1ER MAI. She explains that her inspiration started from donations of clothing offered by those around her.

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The creations of 1ER MAI are crafted using manual artisanal techniques. The designer creates unique pieces that require special expertise and a lot of time, which can be a challenge in the growth phase of the business. The lack of qualified workforce is also a challenge for production.

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The unpredictable sourcing is also a reality for 1ER MAI, which has to work with the available second-hand finds. By adapting the patterns of her creations and carefully handling used materials, the company succeeds in increasing the perceived value of a garment destined for landfill.

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The resourcefulness of 1ER MAI is its great strength. The company stands out through the revival of artisanal techniques such as weaving, macramé, and embroidery, which are becoming less common. Proud to offer a unique product that is difficult to replicate with industrial manufacturing methods, the brand aims to showcase the detrimental impact of clothing production waste.

In the near future, Ysaline hopes to offer a patchwork repair service for 1ER MAI clothing to extend their lifespan. She also plans to (re)valorize other artisanal disciplines such as natural dyeing.

The distribution of this article is made possible by the contribution of Détail Québec, the retail sectoral workforce committee.